Market Research Methodologies

Qualitative research methods focus on collecting insights from a small number of carefully selected individuals to understand complex human behaviours, motivations, and social contexts through detailed, non-numerical data. Common methods include in-depth interviews, where researchers explore participant perspectives in a conversational style, focus groups, which gather insights from group discussions, and bulletin boards where participants contribute to online discussions over a period of days or weeks.

Quantitative research methods collect numerical data and use statistical analysis to quantify variables and uncover patterns. Common methods include online, telephone and face-to-face surveys using structured questionnaires to gather data from large populations, and experiments which test hypotheses under controlled conditions. These approaches allow for objective measurement and quantifiable findings.